A Search Engine Optimization (SEO) Specialist analyzes, reviews and implements changes to websites so they are optimized for search engines. This means maximizing the traffic to a site by improving page rank within search engines.

SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines. Firms that practice SEO can vary; some have a highly specialized focus, while others take a more broad and general approach.

Optimizing a web site for search engines can require looking at so many unique elements that many practitioners of SEO (SEOs) consider themselves to be in the broad field of website optimization (since so many of those elements intertwine).

Ongoing SEO， The job of SEO is never really quite finished. Once the foundation of the site is solid SEO-wise and the site is launched and running, the SEO strategy continues on.

Think of it as a cycle, where the strategy is applied, results are measured and then another iteration of the strategy is applied, always ensuring the site is improving upon itself.